Ben Gorham to Depart Byredo as Puig Finalizes Integration

THE WHAT? Ben Gorham is stepping down from Byredo, the fragrance and beauty brand he founded in 2006, as Puig completes its full integration of the company.

THE DETAILS Gorham’s departure comes two years after Puig acquired Byredo in a deal valuing the Stockholm-based brand at over €1 billion (US$1.15 billion). As part of the acquisition agreement, Gorham stayed on through mid-2025 to oversee creative direction during the transition. His exit aligns with Puig’s consolidation of ownership and strategic brand management.

Under Puig, Byredo has expanded its offer beyond fragrance to include colour cosmetics, leather goods, and jewellery. The brand’s makeup line, launched in 2020 in collaboration with artist Isamaya Ffrench, is now overseen by Lucia Pica. Byredo’s growth fits within Puig’s broader strategy to strengthen its position in high-end fragrance and beauty.

THE WHY? Gorham’s exit signals the completion of a transitional phase for Byredo, as Puig fully absorbs the brand into its premium beauty portfolio. With a focus on scaling across luxury categories, Puig is streamlining leadership and creative oversight to align Byredo with its other high-end assets like Charlotte Tilbury and Dries Van Noten. The move also underscores Puig’s positioning ahead of its stock market debut and continued investment in prestige cosmetics.

Source: The Business of Fashion

The post Ben Gorham to Depart Byredo as Puig Finalizes Integration appeared first on Global Cosmetics News.